Beruflich Dokumente
Kultur Dokumente
Group Members:
Muhammad Talha [17249]
Muhammad Rafi Raza [17876]
Hassan Bin Adnan [17590]
Qaseem Zaidi [17560]
Positioning
Strategy
Reverse
positionin
g
By stripping away
attributes
consumers expect
in a mature
product and adding
some surprising
new ones
Breakaway
Positioning
By combining
features of
products in
distinctly different
categories
Stealth
Positionin
g
By associating a
tainted product
with a category
consumers
embrace
Reverse Positioning
IKEA
Limited Variety
IKEA STORE
(before
reverse
positioning)
No Delivery Option
Durability is not to be
expected
IKEA STORE
(After
reverse
positioning)
IKEA has become the 7th largest furniture stores in the U.S.
Commerce Bank
Commerce
Bank
(After
reverse
positioning)
JET BLUE
By offering :
no meals
JetBlue
(After
reverse
positioning)
Leather seats
Breakaway Positioning
By manipulating the marketing mix a firm can change the way the
customers frame a product , therefore the way they respond to it.
A
breakaway product instead of being framed as simply an
alternative to others in its category, customers perceive it as
altogether different product.
This strategy allows the product to shift backward on the life cycle
curve, moving from doldrums of maturity into a thriving growth
opportunity.
Swatch
Earlier strategy
Breakaway change
1.Playful fashion
accessories.
2.They were fun, ephemeral,
inexpensive and showily
promoted.
FROM:
High
end
jewelry
TO:
Fashion
Accessor
ies
Category
Swatch
became
the best
selling
wristwatch
of all time
The Simpsons
o
The fox network has done a breakaway positioning when it launched its
animated series The Simpsons in 1989.
The Simpsons success was due to its ability to break away from its
presumed category(cartoons) and associating itself with an entirely
different category Adult prime time sitcom.
EZ Squirt ketchup
Stealth Positioning
Stealth positioning conceal the true nature of their products by
affiliating them with a different category.
Skeptical Thinking .
You may have a great product, but the category turns off potential
customers.
By using stealth positioning, companies can, in effect, sneak products
into the market and gain acceptance that might otherwise prove
elusive.
stealth positioning and deceit.
EyeToy :Play
Sony's goal is to make the PlayStation a broad platform for
home entertainment and communications
Error of Perception.
A video camera (the EyeToy) and game software (called Play)
that plugged into the new PlayStation 2 console.
Selling of more than 2.5 million units in its first seven months.
They wanted to establish the EyeToy hardware in people's
minds as a plaything rather than a scary communications
device
AIBO
Similar stealth strategy for household robot category.
Sony positioned the product as a lovable but otherwise useless
pet.
Market test of a flawed technology.
Sony gathered invaluable consumer feedback to guide
continued development of its robots.
Next-generation robot :QRIO.
Mac Mini
The Mini is a minimalist aluminum box, six inches square and
two inches tall.
2X Faster
Processor
Connectivity
2X Faster
Graphics
B.Y.O.D.K.M.
Fast, Flexible
Thunderbolt
I/O
Storage &
Memory
Thunderbolt Display